Big data and intrusiveness: marketing issues

Lamia Mamlouk (lamia.mamlouk@telecom-em.eu) and Olivier Segard (olivier.segard@imt-bs.eu)
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Lamia Mamlouk: IMT-BS - MMS - Département Management, Marketing et Stratégie - TEM - Télécom Ecole de Management - IMT - Institut Mines-Télécom [Paris] - IMT-BS - Institut Mines-Télécom Business School - IMT - Institut Mines-Télécom [Paris], LITEM - Laboratoire en Innovation, Technologies, Economie et Management (EA 7363) - EESC-GEM Grenoble Ecole de Management - UEVE - Université d'Évry-Val-d'Essonne - TEM - Télécom Ecole de Management
Olivier Segard: IMT-BS - MMS - Département Management, Marketing et Stratégie - TEM - Télécom Ecole de Management - IMT - Institut Mines-Télécom [Paris] - IMT-BS - Institut Mines-Télécom Business School - IMT - Institut Mines-Télécom [Paris], LITEM - Laboratoire en Innovation, Technologies, Economie et Management (EA 7363) - EESC-GEM Grenoble Ecole de Management - UEVE - Université d'Évry-Val-d'Essonne - TEM - Télécom Ecole de Management

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Abstract: Nowadays, more and more companies have huge masses of data from multiple sources (online transactions, traces from website navigation, social networks, sensors, etc.). These data are moreover heterogeneous and volatile. This large amount of data offers tremendous opportunities in terms of knowledge and customer relationships. However, their transformation into actionable knowledge poses important challenges both technically and ethically. Through a state of the art, this paper aims to highlight the issues and challenges of Big Data for marketing. We are particularly interested in those related to customizing and boosting the real time experience of the internet customer. To what extent these practices (real-time interactions, website and customized offer based on the user profile and the navigation behavior are impacted by the Big Data?

Keywords: Big data; Personalization; Marketing (search for similar items in EconPapers)
Date: 2015-01-16
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Published in IRS 2015 : International Research Conference, Jan 2015, Pune, India

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02387334

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